QUERO BOLSA

rebranding

Quero Bolsa brings together scholarships from more than 6,000 partners from colleges and schools across Brazil. The site offers surveys, price comparison of tuition fees, information about institutions and vacancies, without bureaucracy.

OUR MISSION

QUERO Bolsa was undergoing a rebranding and was looking for a creative partner to produce the next campaigns and actions for 2020, helping to strengthen the relationship with young people, bringing a language that dialogued with this audience, breaking stereotypes, creating an emotional and above all showing that studying is very cool.

It was important to communicate greater access to education in Brazil in a simple, fast and 100% secure way, reaffirm the technology company that optimizes, simplifies and facilitates access to education, develop credibility and easy understanding of the service and convert scholarships into enrollments.

OUR UNDERSTANDING

To fulfill our mission, it was necessary to survey what exists around the universe of what the brand has to offer and which could influence the way in which the message is received. Meaning it was necessary to analyze the codes inside and outside the educational segment that could point a positioning path for Quero. Interviewing young people to understand how they behave in relation to the topic, what their day-to-day is like and what their influences are, and also assess what should emerge from within the brand to find its audience in a relevant message.

OUR METhod

There were 117 sources mapped in netnography: online research on behavior in blogs, youtube channels, specialized media, etc.

3 in-depth interviews with masters in the subject, participating in co-creation sessions.

73 interviews with students participating at ENEM in the cities of São Paulo, Rio de Janeiro and Salvador.

2 days of immersion at QUERO to understand the learnings and campaign insights with leaders of strategic teams: branding, relationships, graduation, marketing, content, social media, market, growth and partnerships.

STRATEGY

Develop a campaign with the goal of awareness and conversion with a message that communicates with the young audience, without losing the focus of the business and market positioning.

CONCEPT

WHO KNOWS WHAT IT'S WANTED, DOESN'T WAIT.

EVERY YOUNG PEOPLE DESERVE TO HAVE ACCESS TO QUALITY EDUCATION.

SCHOLARSHIPS FOR EVERYONE.

FOR ALL BRAZIL.

(EN)

QUEM SABE O QUE QUER, NÃO ESPERA.

TODO JOVEM MERECE TER ACESSO À EDUCAÇÃO DE QUALIDADE.

BOLSAS DE ESTUDO PARA TODO MUNDO.

PARA TODO O BRASIL.

(PT)

Going through the context around education, people's expectations, market responses and the brand's potential, we arrived at a concept that was unfolded onto an institutional campaign, digital campaign messages, a black friday campaign, brand experience with the target, endomarketing events, and which pointed to a relevant path for QUERO in the following years, with the contemporaneity and identity of a technology company that communicates with the young audience.